A green marketing case study
Linnakangas, Miina (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022113025140
https://urn.fi/URN:NBN:fi:amk-2022113025140
Tiivistelmä
Global chemicals production and use of chemicals will increase in the coming years. One of the main reasons behind biodiversity decline is chemical pollution. Consumers’ buying behaviour and companies’ actions towards sustainability matter if we want to have sustainable societies. Consumers might care about the environment, but they do not act accordingly. This gap between intentions and actions is called the green gap. Green marketing practices are one way to narrow or close the gap.
This thesis is a desk research conducted without a commissioner, and it deals with the case companies’ Instagram marketing effectiveness from the perspective of green marketing. The purpose is to produce development proposals for similar eco-friendly companies. The study analyses companies' Instagram marketing based on green marketing theories. The theoretical part addresses marketing, digital marketing, and green marketing. The data was collected from the companies' public Instagram accounts. The material was processed so that the companies' Instagram posts were categorized in Excel. The case study analysis method pattern matching was used to analyse the data.
It was found that companies use some of the green marketing practices in Instagram marketing and one company has been particularly successful at it. The conclusion is that all companies could improve their marketing. Companies could use more green marketing practices to make marketing more effective and to reach new customer groups. Companies should also pay attention to product availability and pricing.
This thesis is a desk research conducted without a commissioner, and it deals with the case companies’ Instagram marketing effectiveness from the perspective of green marketing. The purpose is to produce development proposals for similar eco-friendly companies. The study analyses companies' Instagram marketing based on green marketing theories. The theoretical part addresses marketing, digital marketing, and green marketing. The data was collected from the companies' public Instagram accounts. The material was processed so that the companies' Instagram posts were categorized in Excel. The case study analysis method pattern matching was used to analyse the data.
It was found that companies use some of the green marketing practices in Instagram marketing and one company has been particularly successful at it. The conclusion is that all companies could improve their marketing. Companies could use more green marketing practices to make marketing more effective and to reach new customer groups. Companies should also pay attention to product availability and pricing.